Podcast Summary: Art + Audience – Ep. 06: Ashley Paggi's Artful Oops: Lessons from a Licensing Lapse
Release Date: July 23, 2024
Introduction
In Episode 6 of the "Art + Audience" podcast, host Stacie Bloomfield welcomes her friend and accomplished surface pattern designer, Ashley Paggi. The episode, titled "Ashley Paggi's Artful Oops: Lessons from a Licensing Lapse," delves deep into Ashley's journey as an artist, her strategies for building a loyal audience, and the significant misstep she encountered in her licensing career. Through candid conversation, Ashley shares invaluable lessons on resilience, self-advocacy, and the importance of solid contractual agreements in the art licensing industry.
Getting to Know Ashley Paggi
The episode begins with Stacie expressing her admiration for Ashley's ability to build a business that authentically reflects her personal brand. Ashley introduces herself, detailing her transition from a stay-at-home mom and graphic designer to a successful surface pattern designer. She founded Ash Cascade Design in 2020, leveraging her art across various industries to create multiple revenue streams.
Ashley Paggi (02:42): “I started in 2020, pivoting from being a stay-at-home mom and a graphic designer into learning how to be a surface pattern designer. Leveraging my art into lots of different industries, creating multiple revenue streams...”
Living in Oregon, Ashley's designs are heavily influenced by her surroundings—the high desert inspires her gritty, muted floral patterns, distinguishing her work from more traditional, vibrant florals.
Building a Vibrant Art Business
Stacie highlights Ashley's rapid rise in the art licensing realm, attributing her success to the refined and authentic presentation of her brand. Ashley's background in branding and graphic design played a crucial role in effectively communicating her story and vision to her audience.
Stacie Bloomfield (05:48): “What you've done is you've married authenticity with a high level of refinement... and now you've launched a product-based brand where you're doing amazing art prints.”
Ashley recounts her initial success shortly after joining Stacie's "Leverage Your Art" program, securing contracts with notable clients like Cotton and Steel Fabrics within months. This swift progress underscores the effectiveness of her strategic brand presentation and community engagement.
Achieving Success and Securing Contracts
Ashley’s portfolio boasts collaborations with various companies, including geometry tea towels, cloth diapers, and even cleaning products like Ms. Myers Cleaning Products. These partnerships not only diversified her income but also established her presence in multiple markets.
Ashley Paggi (07:00): “I licensed my art on fabric for Cotton and Steel Fabrics... I worked with geometry tea towels, cloth diapers, and even Ms. Myers Cleaning Products.”
The Licensing Lapse: A Costly Mistake
Despite her successes, Ashley faced a significant challenge that tested her resilience. Initially, her collaboration with a fabric company was seamless, but over time, discrepancies arose between verbal agreements and actual deliverables. The absence of a detailed, legally binding contract led to misunderstandings and unapproved uses of her artwork.
Ashley Paggi (10:51): “I signed a contract. I didn't take maybe the advice that you might have given me to run my contract by a lawyer because I was like, oh, that's really expensive...”
As the partnership progressed, the company deviated from their initial promises. Ashley noticed her name was missing from products and website listings, despite verbal assurances. This oversight escalated when the company released products with vibrant colors starkly different from her signature ashy tones—a clear violation of her original agreement.
Ashley Paggi (12:31): “I was so excited. I did that for a little bit. And then I started just realizing how I'm not on the website... I saw products in colorways I never approved.”
Recovery and Lessons Learned
Confronted with these breaches, Ashley felt overwhelmed but chose not to abandon the partnership immediately. Instead, she decided to address the issues directly, opting to resolve the matter amicably without legal intervention. She leveraged her self-worth and knowledge gained over the years to communicate effectively with the company, ultimately securing retroactive payment and reinforcing the importance of clear, written contracts.
Ashley Paggi (14:00): “I had to take it on myself to explain them what licensing is and how it's really important to me that my art is portrayed correctly.”
This experience was pivotal, teaching Ashley the necessity of detailed contractual agreements and the foresight to anticipate potential future issues. She now ensures that all aspects of a collaboration, including credit placement and approval of future projects, are explicitly stated in her contracts.
Ashley Paggi (15:38): “My biggest lesson is that I really need to think of the contract, but think of what could possibly happen in the future... I will always say I need to approve future project products.”
Advice for Aspiring Artists
Ashley emphasizes the inevitability of making mistakes in the creative business journey and the importance of learning from them. She encourages artists to advocate for themselves, seek advice from a supportive community, and never underestimate the value of professional legal counsel when negotiating contracts.
Ashley Paggi (10:14): “You have to just make the mistakes, and then that's how you're going to learn...”
Stacie echoes this sentiment, highlighting the role of community and shared experiences in overcoming challenges. She advises artists to seek out resources, such as artist-specific attorneys and supportive peer networks, to navigate the complexities of art licensing.
Conclusion
The episode concludes with a reflection on the significance of transparency and vulnerability in the artistic community. Ashley's willingness to share her licensing lapse serves as a powerful reminder that setbacks are part of the growth process. By advocating for herself and learning from her mistakes, Ashley not only salvaged her partnership but also fortified her business against future challenges.
Stacie Bloomfield (23:04): “So everybody go give Ash a follow... take that step forward, I promise you it's going to set you free and it's going to help you to be less afraid of the what if.”
Ashley’s story is a testament to the strength and resilience required to succeed in the art licensing industry. Her journey provides valuable lessons for artists aspiring to build sustainable and authentic businesses, underscoring the importance of preparation, community support, and unwavering self-belief.
Key Takeaways:
- Authentic Branding: Building a personal brand that reflects your true self attracts a loyal and engaged audience.
- Community Support: Engaging with fellow artists and seeking advice can provide critical support during challenging times.
- Importance of Contracts: Detailed, legally binding agreements are essential to protect your work and ensure clear expectations.
- Self-Advocacy: Standing up for your rights and valuing your work are crucial for long-term success.
- Learning from Mistakes: Embracing and learning from errors is an integral part of personal and professional growth.
Notable Quotes:
- Ashley Paggi (10:51): “I didn't take maybe the advice that you might have given me to run my contract by a lawyer because I was like, oh, that's really expensive.”
- Ashley Paggi (15:38): “My biggest lesson is that I really need to think of the contract, but think of what could possibly happen in the future.”
- Stacie Bloomfield (21:01): “When you make mistakes in the future, if you can share openly with people, it's going to help someone else.”
For more insights and to follow Ashley's artistic journey, visit her Instagram @AshCascadeDesign and her website at ashcascade.com.
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